Reaching audiences who are seeking travel opportunities this winter

From social values to personalization, travel customers have different things that matter to them when considering their purchasing options. For example, customers have become increasingly more conscious of their environmental footprint when they choose to travel, and knowing a brand’s approach to sustainability can impact their booking decisions. Adult Gen Z travelers on Amazon are more likely to have a higher intent to travel when brands create personalized, environmentally-conscious travel recommendations.¹⁶ And 30% of these customers said they prefer one long vacation instead of several weekend breaks. Knowing this, brands may want to use digital advertising solutions as a way to share their social values around the environment in order to reach and engage these customers.

Millennial travel customers on Amazon value convenience and new experiences. 47% of Amazon’s Millennial customers say they favor traveling to new destinations. Therefore, brands that are able to provide helpful information about new places could have the opportunity to engage these Millennial shoppers.

Gen X travelers on Amazon say they start planning a trip several months in advance, and are incentivized to book travel through rewards programs.¹⁷ Gathering research is also important for this group, with 46% of Amazon Gen X customers spending a longer time, several months, to plan their trips.¹⁸ This group also prefers to travel to places that introduce them to cultural experiences. Brands looking to reach this group may want to consider advertising solutions that help inform and educate shoppers on deals, or on ways to use rewards programs in order to book travel.

51% of Baby Boomer travelers on Amazon also start to plan their trips months in advance. These customers reported generally preferring domestic travel. And 28% of these customers find traveling to developed countries more appealing.¹⁹ Brands that want to reach these customers may want to consider using ad solutions that help Baby Boomers access information that could help in their travel research.

Finally, customers who are booking travel for families prefer traveling within the US, with 33% of family customers saying they favor domestic travel over international travel.²⁰ They are also more likely to consider purchasing packaged deals for travel. And safety is a big consideration for this group when they are making their travel decisions. Brands looking to engage this group may want to use ad solutions that communicate package deals and other offerings.

The travel audience is not a monolith. These customers seek value which they define through different factors. Whether that’s searching for the best deals or looking to reduce their carbon footprint, Amazon travel customers have specific needs they are hoping to meet when it comes to booking travel. Brands looking to connect with travel customers this holiday season may want to consider creating campaigns with focused messaging that aligns with customers’ values. Ads that showcase deals, promotions, and packages could help engage travel customers seeking out the best values. Whereas, brands looking to engage customers who care about the environment may want to consider how they communicate those social values in their marketing.

By considering ad solutions like streaming TV ads, Sponsored Display, or audio ads, brands may be able to connect with customers looking for their next travel destination this holiday season and beyond.